Visual Identity Standards PDF v.3 - The Co-operative

Appropriate use of the logotype
and legibility
When over-laying the logotype onto an image
it is imperative that you use an image that
allows for a high contrast between the logotype
and the image. Otherwise the logotype will
be made illegible and go unseen.
As before, on imagery the blue, or the standard
black, version of the logotype should be used
as a matter of priority. There is also a reversed out
(white) version available whenever there is
the requirement.
Always take the time to consider, and ensure,
maximum legibility and note that no other colours
are allowed.
When the logotype is in black
place it on a background
colour that is tonally different
enough to allow good legibility.
This is the logotype reversed
(white) out of a photograph
allowing for good legibility.
This is the logotype in black
placed on a photograph
allowing for good legibility.
The Co-operative logotype
37